Use of GA4 in place of 3rd-party cookies UK 2023

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During an April 2024 survey carried out among retail and e-commerce advertising decision-makers from the United Kingdom (UK), 84 percent of respondents stated they planned to use Google Analytics 4 (GA4) after the phase-out of third-party cookies in Chrome in 2024. GA4 was ruled uncompliant with the European Union's General Data Protection Regulation (GDPR) in 2022.

Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023

Characteristic	Share of respondents
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Release date

August 2023

More information

Region

United Kingdom

Survey time period

April 2023

Number of respondents

150 respondents

Special properties

among advertising decision-makers from retail and e-commerce

Method of interview

Online survey

Supplementary notes

The survey was carried out among CMOs, marketing directors/VPs, ecommerce directors/VPs, heads of data, heads of analytics, and performance marketing directors.

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